SXSW: Version 52 was Angry Birds
Talking with Draftfcb Creative Director Stephanie Franke, she had a couple of great insights after seeing the design lead of Angry Birds give a talk:
Angry birds has had over 100 million downloads ranging between free and $3. How’d they get there?
Constant iteration to start: Angry Birds was actually the 52nd game they created.
Continue the iteration: Whether you’re on the web or in an app, how much you update with value is important. Angry Birds updates the app monthly, and constantly release new versions with themes on season, holiday, etc. These are important to remind people that there are people working on the system, keep the title top-of-mind, and always look for new ways to capture interest.
When we talk about brands in this context, we have to ask how quickly can we iterate on products, messaging, and ad messages, and tweak all of those elements in response to market trends.
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